Harley Davidson's Marketing Plan



Harley Davidson's Marketing Plan

Introduction

The purpose of this study is to expand the boundaries of our knowledge by exploring some relevant facts and figures relating to the roles of segmentation, positioning, targeting & branding in marketing decisions of Harley-Davidson Inc. In the next section, we will examine Harley Davidson's traditional targeting and positioning strategy. We will also evaluate why Harley has to change its targeting and positioning strategies to reach women and If Harley aggressively targets women, should the company experience a backlash from 'males' and from its current buyers.

Discussion & Analysis

Davidson prides itself on creating one-of-a-kind motorbikes with unique styling, performance, and customization. The company specializes in custom heavy weight motorcycles, but currently offers six different product families : The Sportster Family contains motorcycles that are marketed as stylish and “made for the streets,” without sacrificing their traditionally rugged nature; the Dyna Family represents a group of motorcycles that boasts “purity and power” through stylish customization; the Softail Family combines the classic look with cutting-edge technology, to establish the perfect marriage of style and performance; the VRSC Family offers exhilarating and powerful motorbikes rooted from Harley- Davison's “rich racing experience, Adding to their notorious belief of providing “attitude and service,” not just a motorcycle, H-D offers special services to their current and prospective customers: Financing is provided for individuals who need loans to buy a new or used Harley. Individuals (depending on their credit history) are eligible for loans with fixed-rate terms (Johnson, 2011).

Harley Davidson's traditional targeting and positioning strategy

The majority customers of Harley Davidson lie in US and Europe. Europe has similar demographics to the US and with the US market being Harley Davidson's most successful market; this may prove a key research area to the sustainability and success of expansion in Europe. Europe also ...